Brands
Shamik Basu joins Adobe as VP creative cloud in India
Former Microsoft leader to steer flagship creative products and teams
MUMBAI: Shamik Basu has joined Adobe as vice president, creative cloud, where he will lead the company’s flagship creative products from India.
In his new role, Basu will oversee teams working on some of Adobe’s most widely used tools, including Illustrator, Firefly, Photoshop, InDesign and Premiere Pro, placing him at the heart of the company’s global creative technology engine.
Basu arrives at Adobe after a long and influential stint at Microsoft, where he most recently served as VP, office product group. There, he drove improvements across core product fundamentals such as performance, reliability and user experience for widely used applications like Word, Excel and PowerPoint. He also played a key role in shaping an AI-first approach to product development, bringing new capabilities to users while rethinking how software is built at scale.
Earlier, as partner director of engineering for Microsoft 365, Basu led teams across India working on a suite of productivity tools and services used by billions globally. His leadership extended across products such as OneNote, Visio and Project, alongside cross-platform innovations spanning voice, video and cloud-connected applications.
His tenure also included leading product and engineering for Skype in India, where he helped scale Skype Lite, a lightweight app tailored for Indian users, driving it past 10 million installs. Prior to that, he held leadership roles across Visual Studio Online and MSN and Bing, where he worked on high-scale platforms serving hundreds of millions of users worldwide.
With a career spanning more than three decades in software development, product management and engineering leadership, Basu brings a rare blend of technical depth and product vision. His move to Adobe signals a continued focus on India as a key hub for building globally impactful creative tools.
As creative workflows increasingly blend design, AI and collaboration, Basu’s appointment suggests Adobe is sharpening its focus on the next wave of digital creativity, with India firmly in the frame.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
